The document discusses optimizing content for the search engine sales funnel. It explains that content should be optimized for different stages of the funnel, including initial research, product research, and consideration of specific brands. Content types should include text, videos, and pages focused on categories, products, and competitors. Proper keyword coverage across content types can improve search visibility.

1. Op9mizing for the Search
Sales Funnel
Barbara C. Coll
CEO, WebMama.com Inc.
SMX Advanced – Barbara Coll ‐ 2010 1

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3. Op9mizing for the Funnel
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4. Op9miza9on is about CONTENT
VMware
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5. Content for Educa9on
• For ini9al researchers
• Category ownership
• Broad informa9on seekers
Category / industry keywords
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8. Virtualiza9on has its own directory and
mul9ple sec9ons covering ‘what, why
and who’
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9. Content for Product Space
• For comparison shoppers
• For familiars of the industry
• Very qualified for follow‐up
Product related (non‐brand) keywords
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11. Video Content
on YouTube
about Virtual
Machines.
Found through
search and on
the VMware
YouTube
channel.
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12. Content for Brand Product Names
• For serious leads
• For current users (upgrade, cross‐sell)
• For new groups in current customer
• For people who know what they want
Product related keywords with brand
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15. HP
Using Compe99ve Keywords
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16. Goal
• Appealing content
• Use compe9tor’s brands words legally and
where relevant
Search Visibility
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20. SHOES
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21. Google Shopping
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22. Google Main Search Results
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23. Twider Feed
Control?
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24. Google Main Search Results
More Details Revealed in Search – Opportunity for Longer Tail Page
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25. Keys to Broad Keyword Coverage
Organic Search Marke9ng
• Text‐based content
• Mul9ple paths – text‐based
• Site naviga9on
• Footer
• Links from body text
• Relevant keywords
• Relevant content for keywords
• Use keywords in other media elements
– Cap9ons ‐ Tweets ‐ Blog tags/categories
– YouTube descrip9ons ‐ Community Messages/threads
• Use sitemap tools to ensure indexing
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26. Get Visible
Dominate the search results
Barbara C. Coll, CEO
WebMama.com Inc.
webmama.com
blog.webmama.com
SMX Advanced – Barbara Coll ‐ 2010
Twider: @webmama 26

27. Thank you.
Barbara Coll
CEO, WebMama.com
www.twider.com/webmama
Blog.webmama.com
bcoll@webmama.com
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